Change is always bound to happen. The world around us and everything we do is constantly evolving. Today, consumers are constantly changing the way they consume media, and how they feel about various topics and discussions. Without a doubt, a lot of this is attributed to the global COVID-19 pandemic, an unprecedented time in recent history. As we grapple with the ongoing situation, most businesses and organizations are left at strange crossroads with high levels of uncertainty.
However, when it comes to brand communications, it is no secret that marketers across the country continually deal with the ever-evolving and wide spectrum of the communications world. And at a time like this, if there is anything businesses need, it is modern, forward-thinking, and dynamic solutions through which they can communicate their brand story, and drive business goals.
Speaking to Vivek L Cornelio, a seasoned PR consultant, and founder of WEconsult, a communications startup based in Bangalore, he said – “We noticed that most businesses hadn’t taken the time to think about the new normal; failing to realize that the consumer journey is never going back to what it used to be. Digital adoption has taken a quantum leap across the world, and now that consumers have experienced all these conveniences that they wanted beforehand; Today, they’re demanding it.”
The pandemic has shown consumers of all ages the benefits of technology; those of which include convenience, speed, long-distance communication, as well as unlimited access to product services and information.
In the past year alone, surveys suggest:
Over 76% of adults between 18 and 29 are constant users of Instagram among other social media applications
38% of adults are more interested in shopping on social media than they were in previous years
71% of consumers who’ve had a positive social media service experience with a brand are likely to recommend it to others
These statistics are only fragments of the reality that digital marketing is the present and future of effective brand communications.
“When it comes to marketing in situations like this, it is crucial for businesses and brands to get creative. COVID-19 has not only changed the content we consume online but also how we consume our content. People are eager for interaction; which is why innovating with how you deliver your content is essential. Reinventing your digital strategy to connect and engage with your customers is sure take your business miles ahead” commented Ryan Kenneth, creative director at WEconsult.
Although the pandemic is a situation that may not last forever, it is crucial for businesses and organizations to understand that is not a one-off scenario either. Brand communications and the world of marketing is one that is ever-evolving and requires businesses and brands to be aware of, and be able to adapt to constant change. A business that is dynamic in nature has the ability to self-assess and adjust, opening doors to more opportunities to function more effectively.